Google Faces £13.6 Billion Lawsuit Over Advertising Tech

Published on June 5, 2024

Google must face a multibillion-pound lawsuit following allegations of anti-competitive behaviour in the advertising technology market, a court has ruled. The Competition Appeal Tribunal upheld on Wednesday a £13.6 billion claim by the Ad Tech Collective Action LLP group, which alleges that Google’s practices have damaged UK publishers. Advertising technology, or adtech, is a series of tools that helps sell online ads between publishers, like news websites, and advertisers. It is a highly profitable market, which in 2021 exceeded $490 billion. Ad Tech Collective Action has claimed that Google abused its dominant position in the adtech market, preventing healthy competition and causing financial losses to UK online publishers....